Below The Fold - Marketing & Advertising Show

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Below The Fold - Marketing & Advertising Show

Ibrahim Jabri

74 episodes

1 week ago

#1 Marketing & Advertising Podcast in MENA – Your go-to source for cutting-edge insights on marketing, digital advertising, and the future of AI in the marketing landscape. Join us as we explore innovative marketing strategies, advertising tactics, and the latest technologies shaping the industry. From the use of AI in marketing to practical approaches for branding and digital advertising, each episode brings you valuable knowledge from industry-leading experts and successful entrepreneurs. Whether you're a seasoned marketer or just starting out, our podcast covers everything you need to know to stay ahead of the competition. Discover actionable insights, deep dives into marketing case studies, and expert tips on utilizing technology, AI, and data to supercharge your campaigns. We bring you the best strategies from the MENA region and beyond, keeping you updated with trends and strategies that matter. Give us a follow and turn on notifications to stay informed and stay ahead.

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All content for Below The Fold - Marketing & Advertising Show is the property of Ibrahim Jabri and is served directly from their servers with no modification, redirects, or rehosting. The podcast is not affiliated with or endorsed by Podjoint in any way.

#1 Marketing & Advertising Podcast in MENA – Your go-to source for cutting-edge insights on marketing, digital advertising, and the future of AI in the marketing landscape. Join us as we explore innovative marketing strategies, advertising tactics, and the latest technologies shaping the industry. From the use of AI in marketing to practical approaches for branding and digital advertising, each episode brings you valuable knowledge from industry-leading experts and successful entrepreneurs. Whether you're a seasoned marketer or just starting out, our podcast covers everything you need to know to stay ahead of the competition. Discover actionable insights, deep dives into marketing case studies, and expert tips on utilizing technology, AI, and data to supercharge your campaigns. We bring you the best strategies from the MENA region and beyond, keeping you updated with trends and strategies that matter. Give us a follow and turn on notifications to stay informed and stay ahead.

Show more...

Episodes (20/74)

Below The Fold - Marketing & Advertising Show

The Strategies Behind Successful Creator Marketing with Tatum Greig

How do you turn influencer marketing into a real growth engine? In this episode of Below the Fold, we’re joined by Tatum Greig, Founder and Head of Influencer at Bees & Honey, the Middle East’s only influencer-first creative agency. With 8+ years of experience in creator marketing, Tatum shares how she’s built ROI-focused strategies that help brands connect with audiences that matter—locally and globally—while building long-term brand fame. From selecting the right creators to measuring beyond vanity metrics, Tatum unpacks the data-led approach that’s redefining influencer marketing in MENA.

6 days ago

43 minutes 37 seconds

Below The Fold - Marketing & Advertising Show

Brand building in MENA with Mohammad Aljuhani

Brand building isn’t about hype—it’s about meaning. In this episode of Below the Fold, we sit down with Mohammad Aljuhani, a leading voice in Saudi’s innovation scene, to unpack what it really takes to build brands that stand out and endure in today’s crowded landscape. Drawing from his experience across startups, ecosystem design, and strategic advisory roles, Mohammad shares why most brands in MENA are focused on awareness—when they should be investing in clarity, consistency, and emotional connection.

4 weeks ago

58 minutes 17 seconds

Below The Fold - Marketing & Advertising Show

5 Loyalty Strategies That Actually Work with Paula Thomas (Part 2)

The loyalty landscape is evolving—are you keeping up? In Part 2 of our conversation with Paula Thomas—founder of Let’s Talk Loyalty and affectionately dubbed “The Oprah of Loyalty”—we unpack 5 winning strategies for brands that want to build stronger, smarter loyalty programs in 2025 and beyond. From zero-cost emotional connection to loyalty tech integrations and real-world case studies, Paula brings two decades of wisdom to help brands rethink retention and customer engagement.

1 month ago

19 minutes 55 seconds

Below The Fold - Marketing & Advertising Show

Zero-Budget Marketing That Actually Works with Rony Hage | Below The Fold

How do you build traction without burning cash? In this episode of Below the Fold, we sit down with serial founder and Founder Connects creator Rony Hage to unpack zero-budget marketing strategies that actually work for early-stage startups. Drawing from over a decade of experience in both the U.S. and UAE startup scenes, Rony breaks down the most common mistakes first-time founders make with ads, growth, and customer targeting—and shares the lean tactics that move the needle without spending a dime.

1 month ago

32 minutes 25 seconds

Below The Fold - Marketing & Advertising Show

Why Most Omnichannel Strategies Fail in MENA | Oliver White & Jad Sfeir | Below The Fold

What’s next for e-commerce in MENA—and what are we still getting wrong? In this wide-ranging episode of Below the Fold, global commerce leader Oliver White joins us for a refreshingly honest conversation on e-commerce, omnichannel transformation, and the future of digital retail. Co-hosted by Jad Sfeir, this episode dives into everything from cultural resistance in legacy retail to the real risks of over-engineering e-commerce operations. With over 20 years in commerce across the UK and Middle East—helping brands like Sephora and Chalhoub Group navigate transformation—Oliver unpacks hard lessons, painful truths, and the trends you actually need to pay attention to.

2 months ago

42 minutes 46 seconds

Below The Fold - Marketing & Advertising Show

Emirates NBD: New, Bold, & Decisive | Saud Al Dhawyani at Emirates NBD Fintech Summit

In this special episode of Below the Fold, recorded live at the Emirates NBD FinTech Summit, we sit down with Saud Al Dhawyani, Chief Platforms Officer at Emirates NBD, to explore how the UAE’s leading bank is building next-gen digital infrastructure—while staying first in innovation. From Open Finance and AI to fintech partnerships and regulatory collaboration, Saud shares how Emirates NBD is transforming banking from the inside out—platform by platform, product by product. 🎙️ Hosted by: Naveen Bharadwaj, CEO of Trescon

2 months ago

25 minutes 43 seconds

Below The Fold - Marketing & Advertising Show

Top 10 media trends in 2025 with Dana El Zein (Part 2)

We’re back with Part 2 of “Top 10 Media Trends in 2025” with Dana El Zein. If you thought Part 1 was packed with insights—you haven’t heard anything yet. In this episode, Dana El Zein (Director of Digital & Media, ex-Meta) returns to explore the next wave of trends that will shape digital marketing, media planning, and brand strategy across MENA in 2025. From creator-led storytelling to CTV and podcast advertising, we dive into the shifts marketers need to embrace now to stay competitive.

2 months ago

16 minutes 8 seconds

Below The Fold - Marketing & Advertising Show

Top 10 media trends in 2025 with Dana El Zein (Part 1)

Digital media is shifting—fast. Are you ready for 2025? In this special two-part edition of Below the Fold, we sit down with Dana El Zein, Director of Digital and Media and former Meta strategist, to unpack the biggest trends transforming how brands connect, convert, and grow in the MENA region. With 15+ years leading digital strategies for global brands and startups alike, Dana brings sharp insight into what’s working—and what’s next. 📍This is Part 1 of our two-part deep dive into the trends that will redefine marketing in 2025.

2 months ago

22 minutes 26 seconds

Below The Fold - Marketing & Advertising Show

Open Finance in Action with Harry Gill & Shadi Dawi at Dubai FinTech Summit

$14 billion in payment fees. One startup bold enough to change that. In this special episode of Below the Fold, recorded live at the Dubai FinTech Summit, Harry Gill, Founder and Chairman of Pay10, shares how his UAE-based fintech became the first to go live under the Central Bank’s Open Finance framework—unlocking faster, cheaper, and more inclusive digital payments across the region. From real-time settlements to building a full-stack payment ecosystem, Harry breaks down what it takes to innovate inside strict regulation—and why Open Finance could unlock $10 billion in savings for UAE merchants alone. 🎙️ Hosted by: Shadi Dawi

2 months ago

8 minutes 37 seconds

Below The Fold - Marketing & Advertising Show

Are High CPMs on CTV Worth It? A Deep Dive with Experts Yann Colléter & Ahmed Murtadha

In this episode of Below the Fold, we dive into the world of Connected TV (CTV) advertising and why it’s on the verge of exploding in the MENA region. We were joined by two industry experts: Yann Colléter, author of The Streaming Lab, MENA’s go-to newsletter for everything streaming Ahmed Murtadha, an expert media buyer with years of experience in CTV across the UK and UAE Together, they break down the landscape of CTV in MENA, the difference between OTT and CTV, which platforms are leading the charge, and how advertisers should think about targeting, CPMs, and future trends.

2 months ago

38 minutes 59 seconds

Below The Fold - Marketing & Advertising Show

Serving the 1 Billion Underbanked with Dignity & Impact | Maxim Chernuschenko and Saad Ishfaq at Dubai FinTech Summit

1 billion underserved. 1 powerful mission. In this special episode of Below the Fold, recorded at the Dubai FinTech Summit, we dive into the future of inclusive finance with two founders on a mission to change how the Muslim world accesses credit. Maxim Chernuschenko, CEO of Fingular, and Saad Ishfaq, CEO of Shareeq Neo, share how they’ve teamed up to launch a Sharia-compliant neobank model—built to serve blue-collar workers, migrants, and underbanked communities across Qatar, the GCC, and beyond. 🎙️ Hosted by: Andreas Frangeskides and Shadi Dawi

2 months ago

14 minutes 37 seconds

Below The Fold - Marketing & Advertising Show

Navigating Innovation with Integrity | Justin Baldacchino at Dubai FinTech Summit

How do you regulate innovation—without killing it? In this special episode of Below the Fold, recorded live at the Dubai FinTech Summit, we sit down with Justin Baldacchino, Managing Director of Regulatory, Banking, Risk, Compliance, Innovation, and Technology at the Dubai Financial Services Authority (DFSA), to unpack how Dubai is building one of the world’s most progressive regulatory environments for digital assets and next-gen finance. From real-world sandboxes to tokenization pilots, Justin shares how DFSA is enabling innovation without compromising trust. 🎙️ Hosted by: Naveen Bharadwaj, CEO of Trescon

2 months ago

21 minutes 6 seconds

Below The Fold - Marketing & Advertising Show

'Backing bold ideas' Insurance for the next gen | Joseph Ziolkowski at Dubai FinTech Summit

The most innovative startups can’t scale if no one will insure them. In this special episode of Below the Fold, Joseph Ziolkowski, CEO of Relm Insurance, joins us in studio at the Dubai AI Festival to share how his firm is rewriting the rules of insurance—specifically for emerging tech sectors like blockchain, AI, Web3, and space. Hosted by: Carlo Oehl From Bermuda to the DIFC, Relm is enabling high-risk, high-growth companies to access the coverage they need to unlock licenses, secure funding, and scale globally.

3 months ago

15 minutes 14 seconds

Below The Fold - Marketing & Advertising Show

Head of Ecom at $20M/Year Agency & Ecom Industry Veteran | Ads vs. Events: What Drives Sales? | Andy Kazandjian & Jad Sfeir

In this episode, host Ibrahim sits down with two e-commerce heavyweights: Jad Sfeir, Director at Chalhoub Group and a seasoned retail leader, and Andy Kazandjian, Head of E-Commerce at Bad Marketing. Together, they break down the strategies brands need to succeed in today’s digital-first world. From reducing customer acquisition costs to launching products without stock, this episode is full of real-world tactics for anyone in the e-commerce or retail space. Jad offers insights from his leadership role at Chalhoub Group, one of the region’s most prominent luxury retail players, while Andy brings hands-on performance marketing knowledge from scaling high-growth DTC brands.

3 months ago

52 minutes 52 seconds

Below The Fold - Marketing & Advertising Show

How AI is Making Waves in the Logistics Industry to Drive Sustainability towards Total Carbon Neutrality | Amadou Diallo at Dubai AI Festival

When you deliver 75 million packages a day, innovation isn’t optional—it’s survival. In this special episode of Below the Fold, recorded live at the Dubai AI Festival, Amadou Diallo, CEO of DHL Middle East & Africa, shares how one of the world’s largest logistics networks is transforming through AI, automation, and purpose-led technology. From electric aircraft and AI-powered warehouse robotics to the launch of Ubuntu Academy—DHL’s initiative to train thousands of young Africans in digital supply chain skills—this conversation unpacks what it takes to lead global logistics into a smarter, greener future.

3 months ago

8 minutes 38 seconds

Below The Fold - Marketing & Advertising Show

Scaling Intelligence: Building the Infrastructure for Generative AI | Ahmed Gamal at Dubai AI Festival

In this special episode recorded live at the Dubai AI Festival, we speak with Ahmed Gamal, Business Development Manager at Advanced Integration, SL, about a new class of AI agents designed to work for you—and only you. Ahmed unveils Soca AI, a powerful on-premise AI agent that operates directly on your device for full data privacy, real-time responsiveness, and agent-to-agent collaboration. Think of it as a “baby AGI” that learns from other AIs, protects your sensitive data, and performs smart tasks across marketing, finance, and more. We talk about the implications for enterprise and startups, how Dubai became the launchpad for this tech, and why human creativity still plays a central role in an AI-powered future.

3 months ago

4 minutes 8 seconds

Below The Fold - Marketing & Advertising Show

A Budding Engineer's View on Building with AI at the Edge | Farhan Ali with Andreas Frangeskides at Dubai AI Festival

In this special episode of Below the Fold, recorded live at the Dubai AI Festival, Farhan Ali—developer advocate and rising star at Vercel—joins us to talk about how the next generation is reshaping the internet through speed, accessibility, and powerful developer tools like V0 and Next.js. From making front-end development accessible to non-coders, to building open developer communities and shipping fast, Farhan represents the heart of what modern tech should be: inclusive, collaborative, and fast AF. 🎙️ Hosted by: Andreas Frangeskides

3 months ago

15 minutes 12 seconds

Below The Fold - Marketing & Advertising Show

Intelligence by Design: LLMs, Leadership & the Future of AI | Dr. Hakim Hacid with Will Snow at Dubai AI Festival

How does a small team in the UAE compete with the world’s biggest AI labs? By building open-source models that rival the best—and doing it with purpose. In this special episode of Below the Fold, recorded live at the Dubai AI Festival, Dr. Hakim Hacid, Chief Researcher at the Technology Innovation Institute (TII), shares how his team is shaping the future of Arabic AI, open-source LLMs, and robotics—right from Abu Dhabi. From the development of the Falcon LLM series to thoughts on ethical AI, agent autonomy, and AI for robotics, Dr. Hakim breaks down what it means to build globally competitive AI in the MENA region. 🎙️ Hosted by: Will Snow

3 months ago

20 minutes 3 seconds

Below The Fold - Marketing & Advertising Show

Education for an AI Generation | Dr. Sonia Ben Jaafar with Naveen Bharadwaj at Dubai AI Festival

How do we build an education system that truly prepares youth for the future? In this special episode of Below the Fold—recorded live at the Dubai AI Festival—Dr. Sonia Ben Jaafar, CEO of the Abdulla Al Ghurair Foundation, shares how her team is using AI, skills-based learning, and smart philanthropy to bridge the gap between education and employment across the Arab world. From launching MAAN RAI—a new AI-powered job matching platform—to supporting rural women entrepreneurs and redefining learning ROI, Dr. Sonia’s approach is clear: the future of education must be human, inclusive, and purpose-driven. 🎙️ Hosted by: Naveen Bharadwaj

3 months ago

20 minutes 46 seconds

Below The Fold - Marketing & Advertising Show

Beyond the Algorithm: Nurturing Minds in the Age of AI | Max Dinser at Dubai AI Festival

In this episode of Below the Fold, Max Dinser, CEO of Digital Bricks, shares why the true promise of AI in education isn’t just better tools—it’s better access. From AI-powered tutors to voice-first interfaces, Max explores how AI can unlock high-quality learning for all, especially those historically excluded from elite classrooms and digital ecosystems. This is a conversation about equity, purpose, and the kind of future we want to build for every learner—not just the digitally privileged.

3 months ago

13 minutes 40 seconds